TELEVISION

TELEVISION; Warming Up to TV's Hot Seat

By BILL CARTER

Published: August 11, 1991

LOS ANGELES—
Early in July, Warren Littlefield took one of the few breaks he has allowed himself since he assumed the title of president of NBC Entertainment last summer. He went on vacation with his family to Italy.

One morning he and his brother-in-law decided to drive into Florence. Arriving at a toll booth, they saw a figure in jeans and black jacket leap out and thrust a gun into the window of the car in front of them. Fearing a terrorist attack, Mr. Littlefield threw his car into reverse. The man with the gun turned and fired -- directly through Mr. Littlefield's windshield.

In a moment the car was surrounded by police. Sitting among the shards of glass, Mr. Littlefield realized quickly that it was a case of mistaken identity. The police said they were looking for two thugs who had robbed a bank.

After the situation had been fully explained, Mr. Littlefield turned to his brother-in-law, Philip Foti, and said the day was still young; there was still time to explore Florence. Mr. Foti opted for the nearest bar instead.

Back in California, Mr. Littlefield told this story as one in a long series of "wild, crazy, roller-coaster experiences" he said have marked his life. But the metaphor was inescapable: Mr. Littlefield has a talent for dodging bullets.

It may come in handy.

Few Hollywood executives are more under the gun than the 39-year-old Mr. Littlefield, who, with his ruddy complexion, well-trimmed beard and occasionally remarkable ties, might remind television viewers of Elliot Weston of "Thirty something" -- if Elliot exhibited a bit more self-control and corporate correctness.

Mr. Littlefield goes into the fall television season facing the dual challenge of resuscitating NBC's gasping program lineup at the same time that he tries to assume the starring role at NBC Entertainment, a role held for the 11 previous years by the widely celebrated Brandon Tartikoff. Mr. Tartikoff -- whose incisive instincts led NBC to the most consistent prime-time success in television history -- finally moved on July 1 to the job of chairman of Paramount Pictures.

But the episode in Florence confirmed one widely held opinion about Mr. Littlefield: he doesn't panic under fire.

Jeff Sagansky, now president of CBS Entertainment, worked with Mr. Littlefield and Mr. Tartikoff at NBC in the early 1980's. "The pressure is enormous," said Mr. Sagansky. "But Warren doesn't rattle. He's very even."

Mr. Littlefield certainly has reason to feel a bit unsteady. The state of NBC is hardly encouraging. Though the network has finished first in the prime-time ratings for six straight years, it has been in steep decline the past two. Since the end of last season, NBC has been through employee layoffs and buyouts, furthering the impression of a company in the throes of a painful hangover after years of celebrating its success.

Mr. Littlefield is actually entering his second season as president of NBC Entertainment, but this is his first unaccompanied by the looming figure of Mr. Tartikoff, who was bumped up to the new title of chairman of the division last summer -- still with authority over Mr. Littlefield.

"Last year was so difficult emotionally," Mr. Littlefield said. "I was president but Brandon and I hadn't worked out all the relationship issues. Then advertising went zoom -- down. Our fall shows weren't as well received as we hoped. The next thing we know Brandon is in the accident." Mr. Tartikoff was in an automobile accident on New Year's Day in which his pelvis was broken. His 8-year-old daughter Calla suffered a far more serious head injury.

"At that point I worried about his life and we all worried about Calla's," Mr. Littlefield said. "It throws everything into chaos. You question your own value systems."

Mr. Tartikoff pulled through quickly and his daughter is now much improved.

"Then we had the war," Mr. Littlefield said. "So I was dizzy. I was depressed. Not suicidal, but I did ask myself, why did I want this job? Then I dug my feet in. I thought, let's go make some shows. I'm feeling pretty excited right now about the shows for the fall."

Mr. Littlefield believes some of the series NBC will unveil in September have a chance not only to be hits, but also to restore NBC's image as the network that takes risks.

One series, "Eerie Indiana," is a kind of teen-age "Twilight Zone," played much more for laughs. Two new dramas -- "I'll Fly Away," set in the 1950's South, and "Reasonable Doubts," a crime drama that will focus on the relationship between a police officer and a deaf prosecutor -- have encouraged Mr. Littlefield to think NBC can reclaim the mantle of the network that specializes in drama. He hopes to take advantage of the disappointment viewers felt with ABC for canceling such critically acclaimed series as "Thirtysomething" and "China Beach."

Indeed, Mr. Littlefield has several other aggressive programming moves in mind, which he can't yet disclose, that he says will both make news and distinguish his programming taste from his predecessor's.

Still, CBS executives, led by Mr. Sagansky, think NBC's fortunes will not be reversed this fall. They have openly predicted that they will dethrone NBC; by their calculation, NBC will plunge to third place.